John Lewis taps Dougal Wilson for 2016 Christmas ad

John Lewis has turned to Dougal Wilson, the Blink director behind three of its five previous Christmas ads, for its upcoming Christmas ad.

Since Wilson directed "The long wait" for Christmas 2011 the John Lewis Christmas ad has become a hotly awaited part of the holiday season. This year’s offering from Adam & Eve/DDB is expected to launch on 10 November.

"The long wait" features a little boy who is excited for Christmas but at the end of the ad the viewer finds out he is looking forward to giving his parents a present – rather than receiving one from them.

Wilson followed it up with "The journey", which starred a snowman looking for a gift for its friend. In 2014’s "Monty’s Christmas" a young boy notices that his penguin toy is lonely and so buys him a mate for Christmas. 

Wilson has had a high-profile year, and also directed Channel 4 and 4Creative’s "We’re the superhumans" to promote the 2016 Paralympic Games.

Somesuch’s Kim Gehrig directed last year’s Christmas ad by Adam & Eve/DDB, "The man on the moon". Gehrig also directed another of 2015’s creative highlights, FCB Inferno’s "This girl can" for Sport England.

A spokeswoman for John Lewis declined to comment.

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